Hasta La Creative!

Take a minute and count how many pitches you participated in this year. Now, how many did you win? I’m guessing that you lost way more pitches than you won. So why is that? And what can you do to change those odds next year?

I think you’ll find the source of the problem is your approach to business development. Your business-development teams aren’t leveraging the power of data-based strategies. They’re marketing more aggressively to prospects already in your database, in an effort to move them farther down your sales funnel from unqualified lead to new client. While the approach does work, it’s painful, expensive and not particularly fun.

But if you’ll augment your database mentality with a data-based one, you’ll pitch less and win more. Moving to a data-based method — one that relies on tracking data derived from content your agency creates and shares on the web — you overcome three key hurdles to efficiently winning more business.

Continue reading at AdAge.com